Before your ads go live, stand back and take a look at all the keywords you have come up with. Go through them and eliminate any that are too general or simply not focused enough.

If you are selling cameras, the single word "camera" is essential to include as part of your longer phrases, however, as a stand alone phrase likely will not make much sense as it will be more expensive, less targeted, and as a result, less likely to convert. Remove any phrases that are simply too broad, or will not provide the right level of relevance.

2. Ad text:

When it comes to ad text you not only want your ad to stand out, but you also want it to be highly relevant to the keywords and the destination page. Start by taking a look at some of the paid ads for keywords within your ad group and see what people are saying to draw the attention of shoppers.

You may want to use phrases like "Cheap" or "Discount" in your ad text, but if you do this you better be sure that your products fit the bill. If the customer sees "discount" and your prices are too high, they will likely walk (or clíck) away.

Ensure that your target phrases are located within the ad title, description, or both wherever possible. Not only should your ad stand out, but you really want the searcher to see the direct relevance with what they have searched for.

If your search phrase is "Canon Digital Cameras" and your ad doesn't mention Canon at all, you will lose some if not all of the searchers.

Also be sure to create multiple ad variations and run them against each other. If you see one is converting at a much higher rate, then create a new variation of that successful ad while pausing those that perform at a lower rate. This will help you focus in on what is working and improve your conversion rates.

Now that the major PPC platforms are using quality scores to rank ads and assign minimum bids you also want to ensure that your ad copy is highly relevant to the copy found on the destination page.

This has always been important in terms of visitor retention and sales, but now that it plays a role in your cost per clíck, it is more important than ever.

3. Landing pages:

This is really your first chance to sell the user. While you can hook them in and grab their attention with the ads, your landing page better sell your product or service or your chance of conversion will drop drastically.

You want the visitor to be sold at this page; having them clíck all over the site will only raise the chances of having that back button clicked.

This is the page that you want to secure the sale. Ensure that this page is highly relevant to the ad and keyword selection (or on the flip side, ensure that your ad and keywords are highly relevant to this page).

Where it makes sense to do so you may also want to direct individual keywords to specific destination pages using the same set of ads, but remember though, make sure everything flows well. One example of where you may want to do this is if your ad mentions both Canon and Nikon digital cameras. Keywords including "Canon" should be directed at a Canon page, and those including "Nikon" should be directed at a Nikon page.

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